Did you know that marketing automation can save your agency time and money, while also boosting the effectiveness of your marketing strategy?
If you’re not sure whether digital marketing automation will benefit your agency, consider these five powerful benefits.
What is Digital Marketing Automation?
In short, digital marketing automation leverages software to avoid the need to do tasks manually. These tasks could include everything from sending follow-up emails to deploying ad campaigns.
Digital marketing automation done right can grow your agency quickly and at scale. We’ve also included other tips on growing your digital marketing agency here.
Benefits of Marketing Automation
Marketing automation not only frees up time for you to do other things, but it can also be a game changer for your business.
1. Create personalized content
What if you could segment your list based on a page a prospect visited and then send them content specifically about that topic? What if you could identify which businesses are small, medium, or enterprise and then create custom content that fills those needs.
With marketing automation, you can automatically segment your audience into various buckets and serve with content that’s made just for them.
2. Save money on labor (and make your marketing teams more effective)
By automating mundane, repetitive tasks, you can save hours per week on payroll while deploying your team to more strategic initiatives that drive your business forward. Marketing automation can eliminate some manual follow-up, data entry, communication, and reporting activities, which can quickly eat up a marketing budget.
3. Get valuable data insights
Marketing automation tracks the behavior of site visitors, email recipients, and ad viewers while simultaneously segmenting these audiences and initiating follow-up sequences. Throughout this process, a properly executed automation strategy will collect data in a way that allows you to gain insights into this behavior.
You’ll know which pieces of content got the most engagement, what services your prospects are most interested in, and which headlines drive the most clicks.
4. Delight your customers
You already know that it’s more expensive to acquire a new customer than it is to keep a current one. Further, once you have a client, you can sell them additional services and potentially earn referrals.
However, before this can happen, your customer needs to be happy with the work your digital marketing agency has done for them.
Marketing automation can be used to offer clients new services based on their past behavior. Another way marketing automation can be used for customer service is by proactively identifying a dissatisfied client.
For example, marketing automation can be used to identify clients that haven’t opened any of your email marketing campaigns. An automation sequence can be set up to re-engage these customers, or you can combine automation with good, old-fashioned customer service and call a client that hasn’t been engaged with your communication.
5. Compress the sales cycle and optimize the customer journey
In the “old days,” acquiring a new client could take weeks, or even months. A client might have stumbled across your website and scheduled a call.
Or, you might have done aggressive outreach with cold emails and phone calls to convince a company that your agency is the best. You might have played endless games of phone tag, trying to get someone on the other line.
Marketing automation compresses the sales cycle. In theory, you could acquire a new client in minutes without lifting a finger.
Here’s how marketing automation can make this miracle happen:
- A prospect lands on your website and is presented with an offer to get a checklist, cheat sheet, or other valuable resource in exchange for an email address.
- Seconds later, your prospect is consuming this resource that arrived in his inbox and is impressed with your genius.
- Your automation system detects that the prospect opened your email and clicked to get the resource, so you know this prospect is hot.
- From here, you can pick up the phone and call or deploy an automated follow-up that invites the prospect on a call. Alternatively, there could be an offer to book your services without a call (if appropriate).
This example is just one way that marketing automation can bring in new business, practically on autopilot.
Can Digital Marketing Automation Help You Become a Seven-Figure Agency?
The short answer is a resounding yes. While it takes planning to deploy marketing automation, the initial investment in these marketing efforts can pay triple-digit dividends.
For more marketing tips to help you grow and scale your agency, check out the Seven-Figure Agency podcast, where we show you how to dominate your industry using digital marketing channels.
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